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Media Consultants are like a Flock of Seagulls

They Swoop In...

Shit On Everything...

And Leave You to Clean Up The Mess!

Have you ever wondered why there is a "Coverage You Can Count On" or "Dedicated, Determined, Dependable" or "First, Fast Accurate" station in every market? Why, when you're on vacation, does this station looks just like the one back home? Blame the Media Consultant Industry and their band of cookie cutter agents. The likes of whom are usually great Marketing & Promotion Producers stolen away from the very same stations they are trying to help. They are then brainwashed into the Media Consultant way of thinking.

Or "Maggot" as they are affectionatly known in the biz. They are an outfit out of DesMoines, Iowa. Now this is not a RANT focusing on just old Frank. I've got a even beef with all of them. I've seen them talk out of both sides of their mouth, from one book to the next. I've seen weak General Managers, Promotion Managers and News Directors cave to the whims of media consultants at every station I've worked at. And heaven forbid if anyone calls them out on their errors. I've tried! They'll go behind your back to the GM and call you a poisonous anti-team player. Their main goal is to perpetuate their own existence. This is done by finding fault with something each time they visit or review your product. The graphics need updating. The music needs updating. The anchor's hair is wrong. This reporter is too fat or too skinny (this should be against the law, but it's discussed in secret meetings with management anyway, so who's gonna know). The slogan or logo that has brand equity because you've been using it for 20 years, surprise, it needs to be changed too. And of course changed to one of their Focus Group researched and approved "Coverage You Can Crap On" slogans. But why does this happen? What is the reason behind all the churn?

"I'm Action 4 News reporter (insert name here), and we're Working 4 You with an investigation that will shock you to your very core. Count on us for Coverage of (insert what ever muckrakingevent here). Tonight at 10 on Action News 4. Dedicated, Determined, Dependable."

Phrases like the ones used in the above promo copy find their way into the newscasts as well. "Working 4 you at the local court house." "Coverage you can count on, with this exclusive story." "We're dedicated to bringing you dependable information from inside the local school board meeting." And on, and on...

Forget what you learned in college about Journalistic Principles or Ethics. But, that's how it goes in local television news today. I should know, I'm guilty myself.

Money taints the newsroom. So do Meters, Diaries and Q-Ratings. But I'll save those for another day.

BfD

Now This Is A Blog, So Post Your Comments Below

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Bob F. Dowd is a 20 year veteren of television, marketing and advertising.

1 comment:

Act IndependentlyJournalists should be free of obligation to any interest other than the public's right to know.

Journalists should:

—Avoid conflicts of interest, real or perceived.— Remain free of associations and activities that may compromise integrity or damage credibility.— Refuse gifts, favors, fees, free travel and special treatment, and shun secondary employment, political involvement, public office and service in community organizations if they compromise journalistic integrity.— Disclose unavoidable conflicts.— Be vigilant and courageous about holding those with power accountable.— Deny favored treatment to advertisers and special interests and resist their pressure to influence news coverage.— Be wary of sources offering information for favors or money; avoid bidding for news.

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